發(fā)布時間：2018-06-05 02:05

  本文選題：中國互聯網 + 商業(yè)廣告　； 參考：《蘇州大學》2010年碩士論文

【摘要】： 隨著中國互聯網產業(yè)的不斷發(fā)展以及計算機技術的持續(xù)創(chuàng)新,互聯網商業(yè)廣告已為廣大網民所熟知。現如今,它不僅是眾多網站維系生存與發(fā)展的盈利手段,而且也是人們獲取日常信息的重要途徑。 在中國,互聯網商業(yè)廣告是一種嶄新的媒體廣告形式,它是由先進技術與中國文化相互融合而產生的。相較其他類型廣告而言,中國互聯網商業(yè)廣告有著其特有的視覺傳達特點。隨著互聯網媒體影響力的日益擴大,我們探究其商業(yè)廣告視覺傳達的特點就有了一定的必要性。 中國互聯網商業(yè)廣告視覺傳達特點形成及影響的因素主要有技術因素和文化因素兩個方面,本文對視覺傳達特點的分析也是主要分為這兩個部分加以論述的。由技術因素決定的視覺傳達特點包括:交互性與時空無限性、針對性與時效性、強烈感官性等,這部分是由相關的傳播理論知識加以分析的。由文化因素決定的視覺傳達特點包括:中國漢字、傳統圖形、民族色彩等,這部分是由相關的符號理論知識加以闡述的。與此同時,通過互聯網商業(yè)廣告與其他類型廣告視覺傳達特點的相互對比,我們進一步了解了以上特點,并熟知了互聯網商業(yè)廣告視覺傳達的商業(yè)化特征。上述結論共同組成了中國互聯網商業(yè)廣告視覺傳達的特點。 在媒體形式多元化發(fā)展的今天,互聯網新媒體產業(yè)發(fā)展迅猛,它在視覺傳達方面表現出了諸多優(yōu)勢與不足。在總結中國互聯網商業(yè)廣告視覺傳達特點的基礎上,廣告設計及相關運作也可以得到一定的幫助。我相信,隨著互聯網新媒體產業(yè)在中國的蓬勃發(fā)展,這一新興廣告形式必將更好地服務于廣大人民群眾。
[Abstract]:With the continuous development of China's Internet industry and the continuous innovation of computer technology, Internet commercial advertising has been well known to the majority of Internet users. Nowadays, it is not only a profitable means for many websites to survive and develop, but also an important way for people to obtain daily information. In China, Internet advertising is a new form of media advertising, which is produced by the combination of advanced technology and Chinese culture. Compared with other types of advertising, Chinese Internet advertising has its unique visual communication characteristics. With the increasing influence of Internet media, it is necessary for us to explore the characteristics of visual communication in commercial advertisements. The characteristics of visual communication in Chinese Internet commercial advertisements are mainly formed and influenced by two aspects: technical factors and cultural factors. The analysis of the characteristics of visual communication in this paper is mainly divided into these two parts to discuss. The characteristics of visual communication determined by technical factors include: interactivity and infinity of time and space, pertinence and timeliness, strong sensuality and so on, which is analyzed by relevant theoretical knowledge of communication. The characteristics of visual communication determined by cultural factors include: Chinese characters, traditional graphics, national colors and so on, which are explained by the relevant theoretical knowledge of symbols. At the same time, through the comparison between Internet commercial advertisement and other types of advertising visual communication characteristics, we further understand the above characteristics, and know the commercial characteristics of Internet commercial advertising visual communication. These conclusions together constitute the characteristics of visual communication in Chinese Internet commercial advertising. With the diversified development of media, the Internet new media industry is developing rapidly, which shows many advantages and disadvantages in visual communication. On the basis of summarizing the characteristics of visual communication in Chinese Internet commercial advertising, advertising design and related operation can also be helped. I believe that with the vigorous development of the Internet new media industry in China, this new form of advertising will serve the masses better.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：J524.3

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本文編號：1979933